2. PRSA 2008 Ethics and Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

3. PRSA 2008 Ethics and Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

4. PRSA 2008 Brief History 1950 First code written 1959 Enforcement provisions 1962 Grievance Board 1983 B.E.P.S. 2000 Code rewritten 1950 First code written 1959 Enforcement provisions 1962 Grievance Board 1983 B.E.P.S. 2000 Code rewritten

5. PRSA 2008 Revised Code of Ethics Mission: PRSA is the organization to unify, strengthen and advance the profession of public relations A Reasoned Approach: Individual Matter Individual Matter Performance Counts Performance Counts Practice Makes Perfect Practice Makes Perfect

6. PRSA 2008 Code of Ethics Transition Original Compliance Enforcement Punishment Directive Secretive Compliance Enforcement Punishment Directive Secretive Integrity Inspiration Motivation Educational Open Integrity Inspiration Motivation Educational Open Revised

7. PRSA 2008 New Code Values Advocacy Honesty Expertise Independence Loyalty Fairness Advocacy Honesty Expertise Independence Loyalty Fairness

8. PRSA 2008 New Code Provisions Free Flow of Information Competition Disclosure of Information Safeguarding Confidences Conflicts of Interest Enhancing the Profession Free Flow of Information Competition Disclosure of Information Safeguarding Confidences Conflicts of Interest Enhancing the Profession

9. PRSA 2008 Implementation of the Code Board of Ethics and Professional Standards (BEPS) BEPS Liaisons to Districts Chapter Ethics Officers Personal Responsibility Board of Ethics and Professional Standards (BEPS) BEPS Liaisons to Districts Chapter Ethics Officers Personal Responsibility

10. PRSA 2008 Ethics and Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

11. PRSA 2008 Professional Standards Advisories Full disclosure of employer Inflated billings Political front groups Reporting questionable behavior Telling the truth, especially in wartime Full disclosure of employer Inflated billings Political front groups Reporting questionable behavior Telling the truth, especially in wartime

12. PRSA 2008 Your Moral Compass Ask and encourage questions Look at the choices Identify appropriate behavior Ask and encourage questions Look at the choices Identify appropriate behavior

13. PRSA 2008 Ethics Decision-making Guide 1.Define the issue/conflict 2.Identify influencing factors 3.Identify key values 4.Identify defining parties 5.Select guiding principles 6.Make a decision, justify it 1.Define the issue/conflict 2.Identify influencing factors 3.Identify key values 4.Identify defining parties 5.Select guiding principles 6.Make a decision, justify it

14. PRSA 2008 Can Ethics Be Taught? Yes. Early and Often. Must be reinforced. Business schools not there, yet. Key element: Public Trust. Yes. Early and Often. Must be reinforced. Business schools not there, yet. Key element: Public Trust.

15. PRSA 2008 How can corporate America regain public trust? “No single act can do it. But a collection of things – reporting requirements, corporate governance, a move away from the imperial CEO – will add up.” Andy Grove Intel “No single act can do it. But a collection of things – reporting requirements, corporate governance, a move away from the imperial CEO – will add up.” Andy Grove Intel

16. PRSA 2008 How can corporate America regain public trust? “It would take only a dozen major CEOs to give the business community a good chance of rebuilding its reputation.” Jeffrey Garten Author “It would take only a dozen major CEOs to give the business community a good chance of rebuilding its reputation.” Jeffrey Garten Author

17. PRSA 2008 How can corporate America regain public trust? “Integrity is about setting guidelines in three areas: work, behavior and relationships. These are concepts PR practitioners can understand and dig into, and where they can provide extraordinary language and message leadership to their organizations.” Jim Lukaszewski Crisis counselor, BEPS co-chair “Integrity is about setting guidelines in three areas: work, behavior and relationships. These are concepts PR practitioners can understand and dig into, and where they can provide extraordinary language and message leadership to their organizations.” Jim Lukaszewski Crisis counselor, BEPS co-chair

18. PRSA 2008 Ethics & Leadership: Ingredients of Excellence ProfessionalOpportunityProfessionalOpportunity PersonalResponsibilityPersonalResponsibility Code of Ethics Ethics

19. PRSA 2008 Chief ( fill in the blank ) Officer Reputation Integrity Risk Trust Counseling External opinion Internal opinion Accountability Conscience Etc. Reputation Integrity Risk Trust Counseling External opinion Internal opinion Accountability Conscience Etc.

20. PRSA 2008 Identifying the “Wrong” Ethical Behavior Lax Control Under-reporting or failing to report infractions Overlooking bad behavior/actions Permitting questionable methods Principled organization pipe dream Structuring compromising incentives Ignoring rogue behavior Lax Control Under-reporting or failing to report infractions Overlooking bad behavior/actions Permitting questionable methods Principled organization pipe dream Structuring compromising incentives Ignoring rogue behavior

21. PRSA 2008 Fostering the “Correct” Ethical Behavior Openness Truthfulness Responsiveness No secrets Engagement Openness Truthfulness Responsiveness No secrets Engagement

22. PRSA 2008 Creating the Ethical Imperative Written code of ethics Employee commitment Employee training Discipline process Full disclosure Building expectations Top management leadership Written code of ethics Employee commitment Employee training Discipline process Full disclosure Building expectations Top management leadership

23. PRSA 2008 The Challenge Where does your moral compass point? Are you up to the challenge?